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Bahlsen rebrands First Class and Messino biscuits

Family business Bahlsen has renamed two of its biscuits to promote the “indulgent” nature of the treats.

First Class and Messino will now be branded Praline Squares and Luxury Jaffa Cakes respectively.

 The move, which has been accompanied by a packaging refresh, is designed to help consumers identify what is in the product, the company said.

Luxury Jaffa Cakes are described as a light sponge biscuit with a layer of Italian Messino orange jelly and a delicate dark chocolate topping, while Praline Squares are said to consist of a delicate layer of crispy wafer and smooth praline, topped with thick chocolate.

“With the increased growth in the special treats category, we felt the time was right to enhance Luxury Jaffa Cakes and Praline Squares with new brand names that will help shoppers understand both products more,” said Julien Lacrampe, trade marketing manager at Bahlsen.

“The new brand names will also help to drive trial amongst new shoppers, bringing further growth to the sector. We look forward to rolling out the rest of the range in new packaging.”


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